Ranbaxy Laboratories Limited: At the Crossroads

Published 01 Oct 2003
Reference 5112
Topic Marketing
Industry Pharmaceuticals
Region Asia
Summary

The case describes challenges facing Ranbaxy, the third largest pharmaceutical company in India, as it attempts to move from being a generics marketer, to a player in the branded drugs business. The case focuses on issues relating to the launch of Cifran OD, Ranbaxy's first drug based on a patented new drug delivery system.

Teaching objectives

The case aims to demonstrate: The power of a good positioning strategy The importance of understanding the consumer in developing an effective positioning strategy The benefits and downsides of collaborating with competitors Ways, in which a small emerging market firm, in a technology led business, can compete globally with larger players in the industry

Keywords
  • Branding
  • Positioning
  • Marketing
  • Pharmaceuticals
  • India
  • Emerging markets. AR2003
  • RD0903
  • AR0304